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Simple really. As technology advances there is a tonne of unused cycles and memory on the typical PC. Windows bloated the OS simply for the "gee whiz" factor. The typical sheeple are not worried about cycle or memory use (IMO sad that people are not that concerned but they are not all that concerned about personal info being out there).

I have not looked into 10 but Windows use to have striped down versions for international use on old computers. Typically for third world countries where hardware is old and would not run the full XP OS. Unfortunately these striped down OS versions were only available in languages the typical first-world person could not use and the OS was very basic; think basic like the bios menu of typical brand name laptop.

It would be fantastic if you could choose exactly what features of 10 you could install (ex. get rid of cortana) rather than installing the whole thing then shutting down or turning off features (that are likely still loaded but disabled).

Well, actually it isnt the unused cycles, it M$ greed.
Ads generate revenue, therefor M$ gets paid for doing nothing.
Also, they are trying to make Windows into Xbox, with Windows Store being just that: Xbox on Windows os.
And, you do know they ported all those features of ads and tracking back to Vista/7/8/8.1 right?

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Every day I try to follow Gods will. Every day, I struggle immensely with my human nature.